Interest in Advertisements

What it measures

Three items measure the degree to which a person is interested in, wants to see, and is curious about a set of upcoming advertisements for a specific brand or event.

Response format

7-point (1=not at all, 7=very much)

Scale items

• How much interest do you have in commercials that will appear during the __________? [item may be truncated]
• How much do you want to see the __________ ads?
• I'm very curious about what the __________ advertisements will be this year.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Appears original to Jin (2004). Alpha .94. Items reference a specific ad context (e.g., Super Bowl commercials); blanks should be replaced with the programme or occasion. Item 1 appears truncated—verify full wording against original article.

Recommended companion scales

Citation

Jin, H. S. (2004). Compounding consumer interest: Effects of advertising context on perceptions of a primary ad and its embedded ads. Journal of Advertising, 32(4), 29–41.

Keywords